yes, the 3D process is expensive and yes there's an upcharge. Sterling (with 20 screens) has always had 2D and 3D side-by-side for any recent hits. I don't know that I'd say "ugly", but "wrong" comes to mind. And one problem with critical reviews is that if the 3D is bad, the whole film is chastised for it even if the film would otherwise be considered good. On the other hand, if the 3D is great, it could make up for what is otherwise a lousy film. That's why it's still a gimic.

it's kinda like irish dance - girls were making more and more elaborate costumes and hair styles to hide the fact that their dancing wasn't necessarily getting better, 'til some authority stepped in and standardized the whole thing.